Parent company Colgate-Palmolive (UK) said the product provided a "reparative layer on the enamel surface" when used.

It is the ninth Colgate-Palmolive ad to be banned in seven years, five of which were for dental products.

The ad, which appeared on UK screens in August this year, claimed to instantly heal sensitive teeth if applied twice a day "directly with [a] finger for one minute".

Colgate-Palmolive claimed clinical studies showed the product repaired microscopic gaps in tooth enamel and it believed that the advert was clear that the claim referred to the product providing a protective barrier on the teeth in order to relieve pain caused by sensitivity.

However, the ASA said that this was not the same as repairing the tooth and concluded the claim that it "repairs teeth instantly" was not substantiated.